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Get Healthy in Cleveland: Trout Book Inspires Cleveland Positioning Idea

(Editor's Note: This PositionistView is condensed from the original article that appeared in the September 2009 edition of Inside Business. PositionistView guest author Lute Harmon Sr. is chairman of Great Lakes Publishing, which publishes Inside Business, Cleveland Magazine, Ohio Magazine and other titles.

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Sybil the Chicken: Examining KFC's Positioning Strategy

KFC -- or is it KGC? -- seems to be having a personality crisis (with all apologies to the 70s rock band New York Dolls), which means it has a positioning strategy crisis.

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The Moment Of Aperture Meets The Transaction

Consider this the abbreviated version of the buying cycle: a shopper wants things, even things she doesn't know she wants, and she seeks these things out or they seek her out as she goes about her daily life.

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Company Mission: Why does your company do what it does?

Why do we pay $1,000 for an iPhone X? Why do we pay $5 for a cup of coffee?

Many companies struggle to find their “why,” also known as their company mission.

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Think like a start-up when developing your company mission

Early and often over the history of this column our counsel has been about the importance of strategy in marketing our products and services and in the company mission. We say it often because it is so critical. It cannot be overstated.

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Does Your Marketing Message Align With Your Brand Positioning Strategy?

The best thing you can do to strengthen your brand is to develop a brand positioning strategy that differentiates it from competitors. *

And one of the worst things? Create an ad campaign or advertising message that doesn't align with that position.

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Positionist Picks: 2010 Super Bowl Ads

Most Super Bowl Ads Fumble Great Positioning Opportunities

Positioning is how you differentiate a brand. Differentiation provides the reason why someone should buy from you and not another.

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Right People, Partnerships Equate to Growth for M. Conley Co.

Distributor credits its people for developing the right solutions for customers, looks to add new talent to strengthen customer partnerships. Any company that’s been around a century and a quarter has calculated its equation for success.

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Advertise During a Recession?

Fast-food giant McDonald's made a critical choice during the early 1990s recession that ultimately resulted in a loss of market share: McDonald’s chose to not advertise during a recession. Spending by consumers was declining, and the fast-food sector was hit particularly hard.

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The Undoing of GM

In the third decade of the 21st century, GM may once again be a big brand in big trouble paying the high cost of brand positioning failure. The company’s U. S. market share of 17.

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